Final answer:
The most frequently used technique in market research is collecting quantitative data from a representative sample through surveys, which can include both quantitative discrete and continuous data, as well as qualitative data for comprehensive insights.
Step-by-step explanation:
Understanding Market Research Techniques
The most useful and used market research technique is to collect high-quality, quantitative data from a representative sample. What this equates to is a survey that can yield actionable insights.
When a survey collects data like the number of times per week individuals engage in an activity, this is an example of quantitative discrete data, because it can be counted and has specific values. In contrast, data like the duration of time spent in a park is considered quantitative continuous data, as it can take an infinite range of values.
Additionally, surveys might collect qualitative data through open-ended questions that draw out subjective responses. This balance between quantitative and qualitative information allows researchers to gain a comprehensive view of the subject matter.
Survey methods like the one used in the San Antonio, Texas park study can include systematic sampling, where every nth house is selected for interviews. The method ensures a structured approach to gathering data and can help in generalizing the findings to a broader population.